In this year's holiday ad from the Norwegian Post, Santa is portrayed as an "angry white man" who's partial to Twitter rants in capitals. He also wears a red baseball cap with the caption "Make Christmas Great Again," in a not-so-subtle-nod to one outgoing commander-in-chief.
Santa's beef in the spot, by Oslo agency Pol, is that he's been made obsolete by the spectacular efficiency of Norway's postal service. With its round-the-clock deliveries, he now feels "out of date" and unloved, fulminating on social media and pouring his heart out to an elf psychiatrist. But while Santa may bear resemblance to the United States' outgoing POTUS, in the spot's finale he receives a Norwegian Post delivery of a handful of letters from children, and we sense redemption may be around the corner.
The ad, directed by Matias and Mathias via Bacon, follows last year's spot by the same agency, which controversially hinted that a mail carrier may have played a role in the Virgin Birth.
“Last year we started a new tradition at Posten, looking into Christmas institutions and folklore from other quirkier angles," said Monica Solberg, marketing director at Norwegian Post in a statement. "Posten’s take on The Christmas Gospel created so much attention around the globe, that we wanted to follow up in a similar fashion. This year we have dug into Santa’s unknown life. We love Santa Claus and Christmas. Apparently, he doesn´t love us back."